10 global trends in alcohol

This article describes ten trends that affect alcohol marketing globally. These trends are: growing concern for health and well-being leading to product innovation in the category; functional and flavoured drinks; legislators attempting to limit alcohol consumption; the rise in middle classes and a desire for authenticity; and the necessity of embracing technological innovation to engage in social media.

10 global trends in alcohol

Michael BrennanTrajectory Partnership

From high levels of youth unemployment in Europe, to a more widespread health and well-being agenda, drinks manufacturers are finding that many global trends are impacting their market.


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